The ECPAT USA child prostitution ad is sure to pull on some heartstrings as it aims to highlight the risk and consequences of such activities.
With soft lullaby tunes playing in the background meant to remind viewers that every child is somebody else's little baby -- it hopes to strike the empathetic chord within all of us. A highly original and visually disturbing video, it features the wooden and highly cultural Russian Matryoshka dolls as they emerge from each other and become diminutive in size. The concept acts as a metaphor for how every time a young girl is abused she loses a part of herself.
With the face of the campaign called Emma, she is featured in the video, on the home site of ECPAT as a learning tool for the cause and also as a hashtag (#meetemma) on Twitter.
Key Themes Behind This Trend
- Child Sex Trafficking Awareness
- Creating campaigns to raise awareness on the risks and consequences of child sex trafficking is an opportunity for disruptive innovation in the social advocacy sector.
- Metaphorical Marketing
- Using metaphors such as the Russian Dolls can be a disruptive innovation in advertising, by creating culturally resonant visuals that touch on deep-seated emotions.
- Social Media Hashtag Campaigns
- Incorporating a hashtag campaign can disrupt traditional marketing methods by creating a viral social media campaign that engages the public and increases brand awareness.
Where This Applies
- Social Advocacy
- Social advocacy groups can utilize innovative campaigns to create awareness and foster support for various social issues such as child sex trafficking.
- Advertising
- Innovative and culturally resonant visuals and metaphors can revolutionize traditional advertising methods to create more engaging marketing campaigns.
- Social Media
- Integrating social media campaigns can increase brand awareness, drive engagement and disrupt traditional marketing methods.
